local seo for trades
Step-by-step local SEO tactics tradespeople can implement this week to get more local calls and jobs.
This guide is written for busy tradies — plumbers, electricians, builders, cleaners and other local services. No fluff: just practical steps you can do today to improve local search rankings, increase enquiries and turn searchers into paying customers.
Step 1 — Master your Google Business Profile (GBP)
GBP (aka Google Business Profile, formerly Google My Business) is the single most powerful local ranking factor for tradespeople. Do these things right and you’ll show up in the map pack for “plumber near me” and similar searches.
Quick checklist — GBP setup
- Claim and verify your GBP listing
- Use your exact trading name, address, phone (NAP) and business hours
- Choose primary category (e.g. Plumber) and 2–3 secondary categories
- Add 10+ photos: team, van, tools, before/after, completed jobs
- Write a concise business description with local keyword (one sentence)
- Enable messaging and appointments if available
GBP description template (use once)
Example you can paste and tweak:
"Local licensed plumber serving [Suburb] & surrounding areas — fast emergency repairs, blocked drains, hot water systems. Open 7 days. Call [phone number] for same-day service."
GBP posts & offers
Post weekly: a job photo + short caption (what you fixed, suburb, timeframe). Add an offer once per month (e.g. $50 off callout for new customers, valid postcode areas).
Step 2 — NAP consistency & local citations
NAP = Name, Address, Phone. Inconsistent NAP across directories confuses Google and hurts rankings. Fix this first.
Action plan
- Decide on your canonical NAP (exact spelling and formatting).
- Update your website footer and contact page to match exactly.
- Claim/update listings on top directories: Google, Apple Maps, Bing, TrueLocal, Yellow Pages, Yelp.
- Use a citation service (Whitespark-like) or do it manually for 20–50 local directories.
- Keep a spreadsheet of where your listing appears and log changes.
What to include on citations
- Business name (exact)
- Full street address (no PO box), same formatting
- Primary phone number
- Website URL (use https://)
- Business hours and categories
Step 3 — Website on-page SEO for trades
Your website tells Google where you operate and what you do. Make it clear, local and conversion-focused.
Must-have pages
- Home — one-line headline with primary service + suburb (e.g. "Plumber in Suburb — 24/7 Repairs")
- Service pages — separate pages for blocked drains, hot water, gas fitting, etc.
- About — who you are, licences, service area
- Contact — NAP, contact form (optional), click-to-call button
- Reviews/Jobs — before & after photos, short testimonials
On-page checklist (per page)
- Title tag: primary keyword + suburb. Example: Plumber Suburb — Blocked Drains & Emergency Repairs
- Meta description: short benefit-led line with phone number or call to action
- H1: exactly describes the service and includes suburb where sensible
- URL slug: /blocked-drains-suburb
- Image alt text: include service + suburb (e.g. "blocked drain repair Suburb")
- Internal links: link service pages from home and footer
Speed & mobile
Mobile speed is critical. Compress images, avoid heavy sliders, use a caching plugin or CDN. Aim for under 3s mobile load — PageSpeed Insights score 70+ is a good start.
Local landing pages (when to use)
If you serve multiple non-adjacent towns and have enough work in each, create a local landing page for each town describing jobs completed there, testimonials from locals, and the service area. Never create thin pages with duplicate content.
Step 4 — Write service pages that win local searches
Service pages should answer the customer's question quickly and show proof you can do the job.
Template for a high-converting service page
- Headline (H1): Service in Suburb — Primary benefit
- Intro (50–80 words): What you do, quick trust signals (licence, 10+ years, 24/7)
- What we fix / What’s included: short bullet list
- How it works: 3-step process (call, we arrive, fix)
- Prices / callout fee: if you publish, keep clear and simple
- Gallery / before & after: 3–6 real photos
- Reviews / testimonials: 2–3 relevant ones
- Local proof: “Proudly serving Suburb & nearby suburbs”
- Clear CTA: Click-to-call + short contact form
Tip: Each service page should target one main keyword (e.g. "hot water system repair [Suburb]") and 2–3 related phrases. Keep content 500–1,200 words if useful; avoid filler.
Step 5 — Get reviews that build trust and rankings
Reviews influence both customer decisions and local rankings. The trick is to get consistent, recent reviews with local detail.
Review strategy
- Ask every satisfied customer within 24–48 hours while the job is fresh.
- Make it easy: Send a direct Google review link by SMS or email.
- Suggest what to mention: service type, suburb, technician name — this helps keywords appear naturally.
- Respond to all reviews: thank positive reviewers and address negative ones quickly and politely.
- Build volume: aim for 2–5 new reviews per month.
SMS template for requesting a review
Hi [First name], thanks for choosing [Business]. If you have 60 seconds, could you share a quick Google review about our [service] in [Suburb]? Here's the link: [short link]
Step 6 — Local links, partnerships & job photos
Local backlinks and community mentions (schools, clubs, suppliers) help Google trust your business is genuinely local.
Quick link ideas
- Supplier page: ask your supplier to list you as a recommended installer
- Local trades directory: join reputable local directories
- Community sponsorships: sponsor a local club and get a mention on their site
- Customer case studies: create project pages and ask customers to link/share
- Chamber of Commerce / trade association membership
Use job photos smartly
- Upload real before/after photos to GBP and your site
- Tag images with descriptive filenames and alt text (e.g. hot-water-repair-suburb.jpg)
- Create short case-study posts that other local sites may link to
Step 7 — Schema markup, tracking & ongoing monitoring
Schema helps Google understand your business. Tracking tells you what’s working. Both are critical.
LocalBusiness schema (what to include)
- @type: LocalBusiness or more specific (Plumber, Electrician)
- name, address, telephone, openingHours
- image, priceRange, aggregateRating (if you have reviews)
- sameAs: social profiles
Essential tracking
- Google Analytics 4: installs to track users and conversions
- Google Search Console: submit sitemap and monitor index coverage
- Call tracking: if running ads, use a tracking number but keep primary GBP number consistent
- Monthly report: track impressions, clicks, GBP views, and phone calls
Tools & resources for tradies
Free / low-cost tools
- Google Business Profile (free)
- Google Search Console (free)
- PageSpeed Insights (free)
- Canva (free tier) for photos & graphics
- Bitly for short review links
Paid options worth it
- Local citation service (one-off cleanup)
- Reputation management tool for review requests (low monthly fee)
- Professional website + managed SEO (Congero — local SEO included)
Frequently asked questions
How long until I see local ranking improvements?
Do I need a full website or just a GBP listing?
What if I don't want to manage SEO myself?
Is it OK to use a call-tracking number?
Get local customers without the headache
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